SparkTour - India - mPaani
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0:33 - 0:37Basically, we design and implement mobile-based loyalty programs
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0:37 - 0:40that empower underserved communities
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0:40 - 0:42by connecting their spends
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0:42 - 0:44to life-changing development rewards
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0:44 - 0:50in the areas of safe-water, education, healthcare, energy, nutrition and mobility
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0:50 - 0:51that can transform their lives.
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0:51 - 0:54So basically, to give you an example
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0:54 - 0:57they get rewarded loyalty points for certain types of spends
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0:57 - 1:00for example, currently we are rewarding them
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1:00 - 1:02for spends on their mobile phones.
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1:02 - 1:06This market is already spending a lot on their mobile phones
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1:06 - 1:08and they are very valuable customer
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1:08 - 1:10for telecom companies
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1:10 - 1:13but they aren't being rewarded for their value as a customer.
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1:13 - 1:16Through our loyalty programs, they now earn points for their spends.
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1:16 - 1:18They can collect those points,
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1:18 - 1:21they can share those points with their friends, their families
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1:21 - 1:22or even their entire communities
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1:22 - 1:27and ultimately redeem them for rewards like safe-water filtration systems,
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1:27 - 1:31for digital literacy courses, for solar lamps...
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1:31 - 1:33On the one hand, we are partnering with big corporations.
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1:33 - 1:36On the other hand, we have our users in these communities.
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1:40 - 1:43We partner on one side with big corporate companies
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1:43 - 1:46who are looking to solve business challenges
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1:46 - 1:47in this segment.
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1:47 - 1:51So either they are facing a challenge of churn, customer acquisition,
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1:51 - 1:53or they just want to
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1:53 - 1:56become a bigger player in this segment.
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1:56 - 1:59So we help them address business challenges
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1:59 - 2:00or business goals
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2:00 - 2:02by having social impact.
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2:02 - 2:05Our pilot is tapped at a thousand users.
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2:05 - 2:08And the pilot is between 9 and 12 months.
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2:08 - 2:10So it will go until the end of this year.
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2:10 - 2:13The goal is to be a national service in India
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2:13 - 2:17and within 3 years launch a pilot in Africa as well.
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2:17 - 2:20We are relevant in all emerging markets
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2:20 - 2:21where there is high mobile penetration
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2:21 - 2:24and competition for the poor customer.
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2:24 - 2:25And the reality is that market dynamic
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2:25 - 2:29exists everywhere from India to Brazil to Vietnam.
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2:29 - 2:34I think it will significantly enhance people's access to basic services
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2:34 - 2:36in a way that people have not thought about
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2:36 - 2:39that can scale and be sustainable very quickly.
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2:39 - 2:41And I think it also moves corporations
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2:41 - 2:44to be able to think about having an impact
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2:44 - 2:47not just as charity or CSR
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2:47 - 2:49but as a fundamental business strategy.
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2:49 - 2:50I think corporations
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2:50 - 2:53connecting social impact with business
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2:53 - 2:56is more evolved in the West
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2:56 - 2:58than it is in Asia and particularly in India.
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2:58 - 3:01I think in India we still think about
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3:01 - 3:07business as a separate activity from charity
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3:07 - 3:10and I think more work needs to be done in India
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3:10 - 3:13to make businesses realize that we can connect the two.
- Title:
- SparkTour - India - mPaani
- Description:
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The bottom of the pyramid (BOP), these millions of people living with less than $2 per day, is a market on its own that is increasingly attracting big corporate companies. The social enterprise m.Paani enables those underprivileged customers to earn loyalty points for their spends on their mobile phones. In exchange for those points, they will earn products or services improving their daily lives : safe-water filtration systems, literacy courses, solar lamps...
- Video Language:
- English
- Duration:
- 03:18